The Role of Music in Video Advertisements: Enhancing Engagement and Brand Recall

The importance of music in TV advertising cannot be overstated in today’s advertising landscape. Music plays a fundamental and almost unquestionable role in the success of commercials.

One of the primary reasons for incorporating music in advertisements is its ability to enhance memorability. Through repeated exposure to catchy jingles or memorable melodies, viewers and listeners subconsciously internalize these musical cues and associate them with the brands they represent. Studies have shown that the use of music in advertisements results in a 90% brand recognition rate, which is 30% higher than relying solely on verbal elements.

Music is a powerful tool for conveying emotions and connecting with audiences. Brands strategically use melodies and musical elements to evoke specific feelings in viewers or listeners. Whether it’s a joyful tune accompanying a scene of happiness or a poignant melody underscoring a heartfelt moment, the right music can significantly impact the emotional response to an advertisement. Harnessing the influence of music on emotions allows advertisers to establish a stronger bond between the brand and the target audience.

Selecting the appropriate music for an advertising campaign can be a challenging task, given the multitude of options available. While some agencies or advertisers may overlook the importance of music or treat it as an afterthought, it is crucial to recognize its potential impact. To maximise the effectiveness of music in advertising, careful consideration must be given to choosing a song or composition that aligns with the specific needs of the campaign and the intended message.

music role in advertising

The Evolution of Advertising: From Ancient Times to the Modern Era

While music’s role in advertising is often associated with the modern era, the history of advertising dates back thousands of years. The oldest recorded advertisement, discovered on a papyrus from ancient Egypt, demonstrates the early use of persuasive language to promote products. Over time, advertising has evolved, incorporating various forms of media and communication. The introduction of sound in advertising marked a significant milestone, revolutionising the way messages are conveyed and enabling the creation of powerful audiovisual experiences.

Types of Music in Advertising: Preexisting vs. Original

In general, there are two main categories of music used in advertising: preexisting and original. Preexisting music includes original songs, adaptations, covers, and library music, which are precomposed tracks.

On the other hand, original music refers to compositions created specifically for a particular campaign. When using original music, advertisers can opt for jingles, original songs, generic music, or soundtracks, depending on their campaign’s requirements and objectives. Each type of music has its own unique impact and can effectively contribute to the overall effectiveness of the advertisement.

The Power of Silence: Making an Impact

In a world bombarded with visual and auditory stimuli, sometimes silence can be a powerful attention-grabbing technique in advertising. Imagine having the television on in the background while engaged in another task, and suddenly, there is no sound. This absence of noise can pique curiosity and draw attention to an advertisement. Brands like Mini have successfully employed this intriguing technique, utilizing silence as a means to captivate and intrigue viewers.

Why music is important in TV Advertising

As a result of our extensive carreer, we have arrived to one conclusion in this area: music contributes to the success of TV Advert campaigns. Here we explain the main reasons why this happens:

Music makes the advert more memorable 

Catchy music in a commercial can make the advertisement memorable for years. This makes music one of the most important ingredients in advertising, making it easier to recall the products by enhancing people’s memorability. 

Advertisers incorporate memorable and popular songs in commercials to appeal to younger audiences. Mainly as famous mainstream singers are the ones that tend to attract more younger audiences.

During Christmas, for example, you can see the vast amount of Christmas jingles that people use in their commercials to promote products. The iconic Coca Cola is one of the businesses that use music to make their adverts memorable for years to come. 

Cultural Relevance and Target Audience

Simultaneously, music in TV advertising allows brands to connect with their target audience on a cultural level. By selecting music that resonates with specific demographic groups, advertisers can tap into their preferences, values, and lifestyle.

Undoubtedly, brands can create a sense of familiarity and relatability whether it’s:

  • using popular songs from a specific genre
  • collaborating with well-known artists
  • incorporating music that reflects the cultural background of the target audience.

This cultural relevance can enhance the effectiveness of the advertisement and strengthen the bond between the brand and its consumers.

Enhancing Branding and Identity

Music in TV advertising plays a vital role in enhancing brand identity and recognition.

Consequently, a well-crafted musical theme or jingle can become synonymous with a brand and instantly evoke associations with its products or services.

Specifically, musical cues like the McDonald’s “I’m Lovin’ It” or Intel’s “Intel Inside” have become deeply ingrained in popular culture. They represent their respective brands and have created a strong brand identity.

By consistently using a specific musical theme across different advertisements, brands can establish a cohesive and recognisable sonic identity that resonates with consumers.

Music as a Narrative Tool

Besides, TV advert producers use music as a narrative tool, enhancing the storytelling aspect of the commercial. It can help set the tone, create suspense, or emphasize key moments within the advertisement.

The tempo, rhythm, and instrumentation of the music can mirror the pacing and dynamics of the visuals. Which enhances the overall narrative flow.

By aligning the music with the storyline, advertisers can effectively guide the viewers’ emotional journey. They can also ensure that the message has the maximum impact possible.

Engaging Audiences and Capturing Attention:

In the same way, music has the power to capture attention and engage audiences in a way that visual elements alone may not achieve. A carefully chosen and well-executed musical composition can create an emotional connection with viewers. Thus, this makes the advertisement more memorable and impactful.

Upbeat and catchy tunes can energize viewers, while emotional and evocative melodies can tug at their heartstrings. Music has the ability to evoke nostalgia, create anticipation, or even elicit a sense of excitement. By leveraging these emotional triggers, advertisers can captivate their target audience and leave a lasting impression.

Adding Credibility through Authority Establishment

Using the music of famous artists, and even relatable songs increases your authority. This comes from the fact that a famous musician gives rights for their music so that people can use it in their advertisement. In turn, this gives the audience that is fanbase the security that your product and services can be trusted.


After reading this blog, you may have a better understanding of the importance of music in TV advertising. Should you have any doubts, do not hesitate to get in touch.

Thank you for reading,